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Pay per click advertising is a very cost-effective way of generating extremely
targeted traffic. PPC itself is the concept of only paying for ad’s when they’re
clicked, hence the term ‘pay per click’ (describing the obvious here I’m sure).
Adwords is Google’s PPC system which is based on keyword searches. Your ad
only appears in front of people who have searched on google for a keyword
you have selected to be associated with your ad.
Again, PPC and adwords is a huge topic which could take many dozens of
pages to fully explain so here are our top tips. Our marketing assessments go
more in-depth (if this form of marketing suits your business and its
products/services) on this subject but for now you should research into this
further or find professional help for the best results.
Research the best keywords to use. Put yourself in the situation of the
prospective Googler and ask yourself what you would search for to find your
product or service. Get the opinions of friends and family too.
Choose keywords for individual services or products you provide and put them
in their own ad group. You can then set individual bids and tweak each major
keyword for optimal results.
ALWAYS use your websites corresponding URL for each advertisement. If you
have an online shop which sells stationary; the advertisement for pencils
should lead directly to the page on your website which sells pencils. Linking
every ad to your index page will destroy your sales conversion rate.
Use different advertisement copy for each keyword ad group. The keyword
should be the advertisement title as it’s what people will be looking for. Then
make sure your copy explains a benefit and fully explains what you offer.
Curiosity clicks will get you less conversions compared to people clicking when
they know what you’re offering.
Always split-test two ads with the feature in adwords. Tests have shown that
even capitalization of letters can affect click through rates. Try out different
copy and gradually improve your CTR.
Contributor - Except taken from the Free Ultimate Marketing Handbook - SCD Marketing
www.scdmarketing.co.uk |
